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- 저자 : Guoxin Li (검색결과 28 건)
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Electronic Word-of-Mouth in B2C Virtual Communities
Guoxin Li1,Statia Elliot,Chris Choi 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.3
Virtual communities (VCs) have developed rapidly, with more and more people participating in them to exchange information and opinions. A virtual community is a group of people who may or may not meet one another face to face, and who exchange words and ideas through the mediation of computer bulletin boards and networks. A business-to-consumer virtual community (B2CVC) is a commercial group that creates a trustworthy environment intended to motivate consumers to be more willing to buy from an online store. B2CVCs create a social atmosphere through information contribution such as recommendations, reviews, and ratings of buyers and sellers. Although the importance of B2CVCs has been recognized, few studies have been conducted to examine members’ word-of-mouth behavior within these communities. This study proposes a model of involvement, statistics, trust, “stickiness,” and word-of-mouth in a B2CVC and explores the relationships among these elements based on empirical data. The objectives are threefold: (i) to empirically test a B2CVC model that integrates measures of beliefs, attitudes, and behaviors; (ii) to better understand the nature of these relationships, specifically through word-of-mouth as a measure of revenue generation; and (iii) to better understand the role of stickiness of B2CVC in CRM marketing. The model incorporates three key elements concerning community members: (i) their beliefs, measured in terms of their involvement assessment; (ii) their attitudes, measured in terms of their satisfaction and trust; and, (iii) their behavior, measured in terms of site stickiness and their word-of-mouth. Involvement is considered the motivation for consumers to participate in a virtual community. For B2CVC members, information searching and posting have been proposed as the main purpose for their involvement. Satisfaction has been reviewed as an important indicator of a member’s overall com-munity evaluation, and conceptualized by different levels of member interactions with their VC. The formation and expansion of a VC depends on the willingness of members to share information and services. Researchers have found that trust is a core component facilitating the anonymous interaction in VCs and e-commerce, and therefore trust-building in VCs has been a common research topic. It is clear that the successof a B2CVC depends on the stickiness of its members to enhance purchasing potential. Opinions communicated and information exchanged between members may represent a type of written word-of-mouth. Therefore, word-of-mouth is one of the primary factors driving the diffusion of B2CVCs across the Internet. Figure 1 presents the research model and hypotheses. The model was tested through the implementation of an online survey of CTrip Travel VC members. A total of 243 collected questionnaires was reduced to 204 usable questionnaires through an empirical process of data cleaning. The study’s hypotheses examined the extent to which involvement, satisfaction, and trust influence B2CVC stickiness and members’ word-of-mouth. Structural Equation Modeling tested the hypotheses in the analysis, and the structural model fit indices were within accepted thresholds: χ2/df was 2.76, NFI was .904, IFI was .931, CFI was .930, and RMSEA was .017. Results indicated that involvement has a significant influence on satisfaction (p<0.001, β=0.809). The proportion of variance in satisfaction explained by members’ involvement was over half (adjusted R2=0.654), reflecting a strong association. The effect of involvement on trust was also statistically significant (p<0.001, β=0.751), with 57 percent of the variance in trust explained by involvement (adjusted R2=0.563). When the construct “stickiness” was treated as a dependent variable, the proportion of variance explained by the variables of trust and satisfaction was relatively low (adjusted R2=0.331).
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Guoxin LI 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
The performance of an organization largely depends upon the strategy-environment fit (Mintzberg, 1979). The success of business-level strategy is contingent on industry environment characteristics (Pelham, 1999). Under the strategic fit, new ventures need to match their strategies of market, product with external environment. In different contextual situations, a new venture should employ appropriate management practices that positively impact its performance. The strategic fit provides important theoretical foundations for understanding how strategies drive firm performance. Today, technology-based start-up ventures and corporate entrepreneurship both embrace emerging markets and emerging technologies as the core of their competitive advantage (Thukral, Ehr, Walsh, Groen, & Sijde, 2008). For these new ventures, it is important to set up market orientation strategy at the beginning of founding. New ventures need to explore market opportunities and respond to market requirements. Proactive and responsive market orientations are two dimensions of market orientation considering to latent and current market needs ((Narver, Slater, & Maclachlan, 2004)). Current studies acquiescently treat proactive and responsive as two types of market orientations. However, further study need to clarify whether and what extent and under what contextual situations new ventures pursue two dimensions of market orientation strategy. In specifically, does pursuit of a hybrid market orientation lead to superior performance relative to a pure one? What extent should a new venture emphasize relative pure strategy which can help it to fit its strategy with performance objectives? Furthermore, is the market orientation strategy purity equally important in both emerging and established market conditions and industrial technology standards? This paper proposes hypotheses of positive relationship between market orientation strategy purity and new venture performance. And, Market needs has a moderating role on the relationship of MO purity and new venture performance. That is, for emerging market, the MO purity will exert a weaker influence on the new venture performance. Technological uncertainty has a moderating role on the relationship of MO purity and new venture performance. That is, for emerging technology, the MO purity (especially proactive market orientation) will exert a stronger influence on the new venture performance.
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THE INFLUENCE OF ARTIFICIAL EMPATHY ON CUSTOMER ACCPETANCE OF ARTIFICIAL INTELLIGENCE SERVICE AGENTS
Guoxin Li,Hao Wu,Bo Lu,Yangfang Niu 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
With the evolution of Artificial intelligence (AI), emotional artificial intelligence service agents (AISA) have become common in service industry. However, how artificial empathy of AISA contributes to customer acceptance remains an open question. This study draws on Anthropomorphism Theory and Customer AI Experience Theory to examine whether and how artificial empathy has influence on customer acceptance of AISA. Evidence from three experiments (N=1057) designed by the Experimental vignette method (EVM) shows that: (1) artificial empathy including perspective-taking, empathic concern and emotional contagion has a positive impact on customer acceptance of AISA (study 1); (2) customer AI experience (emotional experience quality, social experience activation and social experience quality) mediates the relationship between artificial empathy and customer acceptance of AISA (study 2); (3) artificial empathy for hedonic (vs. utilitarian) services leads to a stronger effect on customer acceptance of AISA (study 3). This paper enriches our understanding of artificial empathy and provides practical guidance for practitioners strategically managing AISA services in AI-enabled marketing interactions.
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LINEAR WEINGARTEN HYPERSURFACES IN A UNIT SPHERE
Li, Haizhong,Suh, Young-Jin,Wei, Guoxin Korean Mathematical Society 2009 대한수학회보 Vol.46 No.2
In this paper, we have considered linear Weingarten hypersurfaces in a sphere and obtained some rigidity theorems. The purpose of this paper is to give some extension of the results due to Cheng-Yau [3] and Li [7].
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Electronic Word-of-Mouth in B2C Virtual Communities: An Empirical Study from CTrip.com
Li, Guoxin,Elliot, Statia,Choi, Chris Korean Academy of Marketing Science 2010 마케팅과학연구 Vol.20 No.3
??社?(virtual community, VC)今年??展迅速, 越?越多的人??到??社?中交?信息和分享?点. ??社?是通??算机布告板和???行非面?面的知?和?言交流的一?大?集合?. B2C?子商??站??社??是商?性的??社?, 通?培?信任?境?促?消?者在??站的??行?. B2CVC通?信息交流, 如推?, ??, ?者??者??等, ?建立社?性的??. 目前, ?然??界已???到B2CVC的重要性, 但是?于社?成?的口碑?播行?的?究?不充分. 本?究提出了一?理?模型, 探?在B2C?站社?中??度, ?意度, 信任度, 粘度和口碑?播之?的?系. 本?究的目的有三?: 1, 通?整合信念, ?度和行?的?量?????B2C?站社?模型; 2, 更好地理解各因素?口碑?播的影??系; 3, 更好地理解B2C?站社??度在CRM??中的作用. ?究模型包含以下要素: 1, 社?成?的信念?量, 通???度??量; 2, 社?成?的?度?量, 通??意度和信任度??量; 以及3, 社?成?的行??量, 通??站?度和口播?播意愿??量. ??度是消?者在??社?的???机. ?于社?成???, 信息的??和?布是他???到社?的主要目的. ?意度是成??社?整??价的重要指?, 反映了成??社?的交互程度. ??社?的形成??展依?成?分享信息和服?的自愿程度. ?究者已???信任是促?匿名交互的??, 因此?建信任被看作是??社?的重要?究??. 此外, ??社?的成功依?成?的粘度?提高???力. 社?成??的?点交流和信息交?代表一? "?作式" 的口碑?播. 因此口碑?播是推?B2C??社?在互??上?散的主要因素之一. ?究模型及假?如?一所示. 本?究通?????中?携程旅游???社?成????模型. ?据收集?程中共?放243??卷, 其中有效?卷204?. 通????据??了??度, ?意度和信任度影?粘度和口碑?播之?的假??系. ??方程模型(SEM)方法用??行?据分析. 模型的?合指??果?χ2/df 是2.76, NFI是 .904, IFI是 .931, CFI是 .930, 以及RMSEA是 .017. ?果表明, ??度??意度具有?著的影?(p<0.001, ${\beta}$=0.809). ??度可以解??意度的方差比例超?50%, ?整R2?0.654. ??度?信任度具有?著影?(p<0.001, ${\beta}$=0.751), 解?率?57%, ?整R2?0.563. 此外, ?意度??度的影??著(${\beta}$=0.514), 但是信任度??度的影??不?著(p=0.231, t=1.197). ?度?口碑?播的影??著, 且解?率超?80%, ?整R2? 0.846. ?之, ?究?果支持了大部分的?究假?, 但是信任度?著影?粘度的假??有得到支持. 本?究?富了?子商??站??社?的???究成果, 深入探?了在B2C?子商??境下的用?信念, ?度和行?等因素. ?究成果有助于??者?行更有??性的?源??和市??拓. ????人?可以??B2C?站社??有??性地制定??策略, 如?于??旅游??, ??人?可以??中?的B2C?站社?用??展??活?, 如?活?的用?提供特殊折?以及?早期??者提高社??度定制????等. 未?的?究??拓展社?成?行?的?究, ?在不同的行?, 社?和文化背景下?展?究. Virtual communities (VCs) have developed rapidly, with more and more people participating in them to exchange information and opinions. A virtual community is a group of people who may or may not meet one another face to face, and who exchange words and ideas through the mediation of computer bulletin boards and networks. A business-to-consumer virtual community (B2CVC) is a commercial group that creates a trustworthy environment intended to motivate consumers to be more willing to buy from an online store. B2CVCs create a social atmosphere through information contribution such as recommendations, reviews, and ratings of buyers and sellers. Although the importance of B2CVCs has been recognized, few studies have been conducted to examine members' word-of-mouth behavior within these communities. This study proposes a model of involvement, statistics, trust, "stickiness," and word-of-mouth in a B2CVC and explores the relationships among these elements based on empirical data. The objectives are threefold: (i) to empirically test a B2CVC model that integrates measures of beliefs, attitudes, and behaviors; (ii) to better understand the nature of these relationships, specifically through word-of-mouth as a measure of revenue generation; and (iii) to better understand the role of stickiness of B2CVC in CRM marketing. The model incorporates three key elements concerning community members: (i) their beliefs, measured in terms of their involvement assessment; (ii) their attitudes, measured in terms of their satisfaction and trust; and, (iii) their behavior, measured in terms of site stickiness and their word-of-mouth. Involvement is considered the motivation for consumers to participate in a virtual community. For B2CVC members, information searching and posting have been proposed as the main purpose for their involvement. Satisfaction has been reviewed as an important indicator of a member's overall community evaluation, and conceptualized by different levels of member interactions with their VC. The formation and expansion of a VC depends on the willingness of members to share information and services. Researchers have found that trust is a core component facilitating the anonymous interaction in VCs and e-commerce, and therefore trust-building in VCs has been a common research topic. It is clear that the success of a B2CVC depends on the stickiness of its members to enhance purchasing potential. Opinions communicated and information exchanged between members may represent a type of written word-of-mouth. Therefore, word-of-mouth is one of the primary factors driving the diffusion of B2CVCs across the Internet. Figure 1 presents the research model and hypotheses. The model was tested through the implementation of an online survey of CTrip Travel VC members. A total of 243 collected questionnaires was reduced to 204 usable questionnaires through an empirical process of data cleaning. The study's hypotheses examined the extent to which involvement, satisfaction, and trust influence B2CVC stickiness and members' word-of-mouth. Structural Equation Modeling tested the hypotheses in the analysis, and the structural model fit indices were within accepted thresholds: ${\chi}^2^$/df was 2.76, NFI was .904, IFI was .931, CFI was .930, and RMSEA was .017. Results indicated that involvement has a significant influence on satisfaction (p<0.001, ${\beta}$=0.809). The proportion of variance in satisfaction explained by members' involvement was over half (adjusted $R^2$=0.654), reflecting a strong association. The effect of involvement on trust was also statistically significant (p<0.001, ${\beta}$=0.751), with 57 percent of the variance in trust explained by involvement (adjusted $R^2$=0.563). When the construct "stickiness" was treated as a dependent variable, the proportion of variance explained by the variables of trust and satisfaction was relatively low (adjusted $R^2$=0.331). Sa
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Guoxin LI 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.11
The performance of an organization largely depends upon the strategy-environment fit (Mintzberg, 1979). The success of business-level strategy is contingent on industry environment characteristics (Pelham, 1999). Under the strategic fit, new ventures need to match their strategies of market, product with external environment. In different contextual situations, a new venture should employ appropriate management practices that positively impact its performance. The strategic fit provides important theoretical foundations for understanding how strategies drive firm performance. Today, technology-based start-up ventures and corporate entrepreneurship both embrace emerging markets and emerging technologies as the core of their competitive advantage (Thukral, Ehr, Walsh, Groen, & Sijde, 2008). For these new ventures, it is important to set up market orientation strategy at the beginning of founding. New ventures need to explore market opportunities and respond to market requirements. Proactive and responsive market orientations are two dimensions of market orientation considering to latent and current market needs ((Narver, Slater, & Maclachlan, 2004)). Current studies acquiescently treat proactive and responsive as two types of market orientations. However, further study need to clarify whether and what extent and under what contextual situations new ventures pursue two dimensions of market orientation strategy. In specifically, does pursuit of a hybrid market orientation lead to superior performance relative to a pure one? What extent should a new venture emphasize relative pure strategy which can help it to fit its strategy with performance objectives? Furthermore, is the market orientation strategy purity equally important in both emerging and established market conditions and industrial technology standards? This paper proposes hypotheses of positive relationship between market orientation strategy purity and new venture performance. And, Market needs has a moderating role on the relationship of MO purity and new venture performance. That is, for emerging market, the MO purity will exert a weaker influence on the new venture performance. Technological uncertainty has a moderating role on the relationship of MO purity and new venture performance. That is, for emerging technology, the MO purity (especially proactive market orientation) will exert a stronger influence on the new venture performance.
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Linear Weingarten hypersurfaces in a unit sphere
Haizhong Li,서영진,Guoxin Wei 대한수학회 2009 대한수학회보 Vol.46 No.2
In this paper, we have considered linear Weingarten hypersurfaces in a sphere and obtained some rigidity theorems. The purpose of this paper is to give some extension of the results due to Cheng-Yau [3] and Li [7].
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